Analisis faktor pendorong penggunaan layanan perbankan digital dan pengaruhnya terhadap brand image di wilayah Jabodetabek

Valentine, Debbie (2023) Analisis faktor pendorong penggunaan layanan perbankan digital dan pengaruhnya terhadap brand image di wilayah Jabodetabek. Masters thesis, Universitas Pelita Harapan.

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Abstract

"Pandemi Covid-19 mendorong perubahan perilaku konsumen dengan kecenderungan lebih berbasis pada teknologi. Hal ini juga mempengaruhi industri perbankan di Indonesia. Transformasi digital dapat menjadi tantangan inovasi sekaligus peluang untuk menciptakan nilai baru bagi konsumen. Penelitian ini ingin mengetahui faktor yang mendorong konsumen untuk menggunakan layanan perbankan secara digital (digital banking) dan pengaruhnya terhadap pembentukan brand image bagi bank. Penelitian ini menggunakan pendekatan kuantitatif melalui survei secara daring terhadap 206 sampel responden dan dilakukan analisa menggunakan perangkat lunak Smart-PLS. Hasil dari penelitian ini menunjukkan customer experience berpengaruh positif terhadap behavior intention to use digital banking dan brand image. Kemudian, user interface tidak memiliki pengaruh langsung terhadap brand image namun memerlukan mediasi dari behavior intention to use, sedangkan digital literacy tidak memiliki pengaruh terhadap behaviour intention to use. Implikasi manajerial penelitian ini menyarankan agar perusahaan perbankan dapat berfokus terhadap pengembangan customer journey konsumen agar mampu mendorong peningkatan customer experience sebagai variabel yang paling krusial dari penelitian ini dalam menggunakan layanan perbankan digital. Selain itu, meningkatkan kualitas design visual dan teknologi interaktif pada user interface platform digital banking juga memiliki peranan penting untuk mendorong behavior intention menggunakan digital banking. User interface yang berkualitas diharapkan mampu mengkomunikasikan identitas merek kepada konsumen. / Covid-19 pandemic has driven changes in consumer behavior with a tendency to be more technology-based. This also affects the banking industry in Indonesia. Digital transformation can be an innovation challenge as well as an opportunity to create new value for consumers. This research examines several factors that encourage consumers to use digital banking and their influence on the brand image to the banks. This study used a quantitative approach through an online survey of 206 sample respondents and analysis was carried out using the Smart-PLS software. The results of this study show that customer experience has a positive effect on the intention to use digital banking behavior and brand image. Then, the user interface does not have a direct influence on brand image but requires mediation from behavioral intention to use, while digital literacy has no influence on behavioral intention to use. The managerial implications of this research suggest that banking companies can focus on developing customer journeys in order to improve the customer experience as it is the most crucial variable of this research. In addition, improving the quality of visual design and interactive technology play an important role in encouraging the behavior intention to use digital banking.

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